While working on a strategic sprint with R/GA, our clients at Nike asked us to help them solve a problem. How could they evolve product access to get the Nike x Off-White collaboration to the brands most loyal sneaker-heads?

 

The Problem

In recent years, Nike’s most avid fans had pursued coveted sneaker drops only to be disappointed when their preferred styles and sizes had been snagged by bots and resellers. To overcome this, we would need to rebuild trust by democratizing product access.

 

The Objectives

  1. Create awareness for the Nike x Off-White collaboration.

  2. Prioritize SNKRS most deserving members with product access.

 

The Product

Inspired by vintage Dunks, the Off-White Dunk Low comes in 50 uniquely customized Lots. Each Lot is accented by different colors and signature Off-White features. Featuring a numbered heel piece that authenticates the collaboration.

 

The Approach

 

Tell The Collaboration Story

Taking the community on a journey of the design process with Virgil Abloh as he creates 50 unique versions of the Dunk Low.

While at the same time gathering valuable data points that help inform who should get access along with previous launch history data.

Unlock Access at Scale

Offering 500k units to SNKRS members is something Nike had never done before.

The answer: a two week window with Exclusive Access offers every day across each brand region.

Add a Touch of Mystery

Keeping it a secret for each member as to which Lot number they purchased until FedEx delivered the box to their doorstep.

Exploring the boundaries of Nike launch systems and new ways to engage SNKRS members.

 

The Journey

Rewarding community through data by offering content that shares the design process behind the Off-White Dunk Low.

All while capturing valuable data signals from our members to help identify who is most engaged with the content and has an interest in the product to ultimately serve them with Exclusive Access.

 

The Goals

 

Get Pairs to Real Members

By using member-level data signals to identify behavior indicative of natural activity while also removing those who have a record of abusing return policy or patterns of reselling.

Get Pairs to Unlucky Members

By using past Launch behavior to prioritize the most unlucky members, and therefore the most deserving within that context.

Get Pairs to Engaged Members

By mapping and measuring each member's engagement through the journey within SNKRS and prioritizing those who interacted with the most content.